Weapons of Mass Distraction

“Tools, sir?” When The Effective Detective started a conversation with a declarative statement like that, it was always best to merely repeat the statement as a question and prepare for a lecture.

“Yes Watson, tools,” The Detective repeated, with a look that indicated he knew the purpose of my reply.

“I have been reflecting on the use of the vast collection of sales and marketing tools available to even the smallest marketer. Unfortunately, too many of our marketing brethren buy into the software mantra of ‘more features are better'”, The Detective said, with an almost wistful tone.

“What is the fault in that mantra, sir?” asking the question that I know would get the most, shall we say, enthusiastic response.

“The fault is obvious Watson!” The Detective responded vigorously, “Instead of choosing a piece of software based on what they are trying to accomplish, they go for the software with the most features that they can afford. The result would be comical if it wasn’t so sad.”

“And that result would be?” I asked, jumping into the breach.

“Why nothing of course, Watson! They end up doing nothing because they get utterly confused when assaulted by the process of using said features. At that time of course, we hear that this software or that doesn’t work, or that the process they are trying to automate is useless to their business, etcetera, etcetera. This is the cycle, almost without fail,” The Detective finished.

“Is there an alternative sir?” I asked, genuinely interested by now.

“Of course there is Watson, it isn’t as sexy and certainly not as easy as buying the most feature packed latest and greatest version of software. It involves figuring out what exactly you are trying to do, rather than allowing yourself to be distracted by the shiny new thing. It involves thinking through things, to write the process flow down on a piece of paper so you can see exactly what is needed,rather than what a software manufacturer wants to sell you.

“In a nutshell Watson, if you can’t do it or at least flow it out by hand, then you certainly cannot automate it,” The Detective completed his thought.

“An interesting viewpoint from someone who has been involved in software for most of his life, sir,” I responded, egging him on for some reason. Luckily, The Detective’s reaction was more restrained that I expected.

“Not really Watson. I have spent a chunk of my life designing and writing software. I have seen projects succeed and I have seen many fail. I have watched innumerable users do what I have just described. It is simply the obvious deduction of years of observations.”